The European Channel Leadership Forum is a unique 2 day conference. It brings together leading CEOs from European VARS and MSPs to discuss pressing issues, technologies and developments facing the industry, and also to network with no agenda.

A survey conducted by CRN in June 2018 reveals why some resellers are embracing propositions with enthusiasm and driving customer migration, while others are resisting the increasingly intense pull of the cloud.

To grow, to remain relevant to the customers, and to remain profitable, IT channels (in all their forms) will have to master a number of business model transformations in the cloud and digital transformation era. Read more to learn about the key transformations that IT channels will need to address, in order to bring new capabilities to customers and be successful in the future.

Starting with culture, Althoff explained that he wants partners to mimic the atmosphere that Microsoft has developed internally.

"First and foremost, it begins with culture," he said. "Admittedly, this is Microsoft's culture, but we think of our partners as an extension of Microsoft, and so I want to share it with you because it means so much to us, and I know it means something to you as well.

"Our culture is one of having a growth mindset. You cannot bring solutions like the ones that you've seen and the ones I've talked about today... without investing in your own potential and investing in the fact that all potential can be nurtured.

"For us inside the company, it's about operating as one Microsoft and being obsessed over our customers. It's also about diversity and inclusion, and I slow down to say each of those words separately because each of them are important."

Althoff explained that he wants Microsoft to focus on deepening its reach into enterprise accounts by building out specialist capabilities in different industries.

This process, he said, will see Microsoft call for more bespoke solutions developed by independent software vendors and partners.

In terms of learning, Althoff claimed that the vendor will be investing in helping partners develop their own capabilities.

"We're going to invest heavily in learning and readiness because, once again, if you don't do these things, you can't nurture your potential," he said.

"I'm really excited that we'll be rolling out a brand new learning platform this year, and we're rolling it out simultaneously internally and externally because, once again, you are an extension of everything we do.

"We're going to revolutionise role-based learning like no company has ever done before in quick and nimble ways, across sales readiness as well as hands-on technical."

Althoff also praised Microsoft's wider commercial strategy, following an overhaul of the structure last year.

"Make no mistake, the crown jewels of this commercial model are the One Commercial Partner Programme," he said.

"It really enabled us over this last year to build more with you - in fact, five times as many solutions are available today versus one year ago in our commercial marketplace. That's all of your hard work and effort building code, investing in intellectual property, differentiated by industry to make a difference for our customers.

"We then took those solutions to market - tens of thousands of wins across these new solutions sold with you, effectively, to deliver more for our customers.

"This commercial model is resonating and it's going to remain steadfast and be a consistent part of our strategy moving into FY19."